This information
collection request on fuel economy labeling, which covers the third
phase of the focus groups covered by this control number (please
see previous information collection requests and terms of clearance
for background on these focus groups), is approved on an emergency
basis for 3 months.
Inventory as of this Action
Requested
Previously Approved
08/31/2010
6 Months From Approved
06/30/2010
1,472
0
192
1,968
0
912
31,053
0
0
This is a request to conduct focus
group research for the EPA. As required under the Energy Policy and
Conservation Act, EPA has promulgated regulations which specify the
design and content of fuel economy labels that are affixed on the
windows of all cars and light trucks sold in the U.S. EPA is
responsible for developing the fuel economy labels that are posted
on window stickers of all new light duty cars and trucks sold in
the U.S. and, beginning with the 2011 model year, on all new
medium-duty passenger vehicles (a category that includes large
sport-utility vehicles and passenger vans). In 2006 EPA updated how
the window sticker fuel economy values are calculated to better
reflect typical real-world driving patterns and provide more
realistic fuel economy estimates. Beginning in the fall of 2010,
increasing market penetration of advanced technology vehicles, in
particular plug-in hybrid electric vehicles and electric vehicles,
will require new label metrics and presentation to effectively
convey information to consumers. Therefore, EPA has initiated a
rulemaking action that will amend the way in which fuel economy
estimates are calculated and/or displayed, for both conventionally
fueled vehicles and advanced technology vehicles. To ensure EPA
amends the label in a way that is meaningful and understandable to
consumers, EPA has developed a plan to conduct specific market
research, the goals of which are to understand consumers' current
use of the label and its relevance within the vehicle purchase
process; identify barriers and motivators in purchasing fuel
efficient vehicles; identify the most compelling ways to visually
portray label information likely to influence purchasing decisions;
and test label designs and public education messages. To accomplish
these goals EPA plans to conduct a limited set of voluntary focus
groups over the course of the rulemaking to solicit information
from a diverse group of consumers regarding what information
displayed on the fuel economy label will best serve the intended
purpose of providing consumers with useful and meaningful
information about the fuel efficiency of the vehicles they are
considering purchasing. EPA will follow-up these focus groups with
an on-line internet survey that will provide additional
quantitative data regarding information developed in focus groups.
EPA is planning three phases of focus groups. The first phase
tested consumer understanding and use of the current fuel economy
label and the importance of various information elements on today's
label. This phase also assessed consumer reactions to the
introduction of new information on future labels for conventionally
fueled vehicles. The second phase focused on determining what
information is most important and helpful on labels for advanced
technology vehicles (electric vehicles, extended range electric
vehicles, and plug-in hybrid electric vehicles) and how that
information is best presented. This third phase will ask consumers
to assist in developing the most effective and compelling
presentation for the overall label. Participants will be shown
multiple label designs for both conventionally fueled and advanced
technology vehicles in order to test how understandable the
information elements (fuel consumption, fuel cost, and
environmental impact) are on each design. This phase will also
explore which design, if any, would most influence a consumer to
purchase a fuel efficient vehicle and which design best enables
consumers to compare different types of vehicles. Additionally, the
third phase will evaluate the understandability and worth to
consumers in providing a CO2 metric and a criteria pollutant metric
individually or as a combined environmental metric. Finally, this
phase will test the placement and size of the EPA fuel economy
label on the Monroney label, and explore potential messages for a
consumer education campaign to accompany the rollout of the new
label.
EPA plans to conduct
three phases of focus groups to gain information regarding what
information displayed on the fuel economy label will best serve the
purpose of providing consumers with useful, meaningful, and
compelling information. The focus groups must be conducted prior to
EPA's completion of the proposed rule. This second phase will focus
on determining what information is most important and helpful on
labels for advanced technology vehicles and how that information is
best presented. Specifically, this phase will test what metrics
(fuel economy and fuel consumption, fuel cost, environmental
performance, range, battery charge etc.) are most appropriate for
electric vehicles, extended range electric vehicles, and blended
mode plug-in hybrid electric vehicles and how best to explain that
the values of the metrics may be different depending on the mode in
which the vehicle is operating. The scope of each phase of focus
groups is limited and the Phase 2 focus groups will involve less
than 100 people. Detailed burden estimates are presented in the
Supporting Statement. During a meeting with OMB on January 5th of
this year discussing the development of EPA's fuel economy label
rulemaking, EPA noted the desire to conduct focus groups prior to
issuing a proposed rule to ensure that the content and designs are
understood and allow consumers to effectively compare the relative
energy consumption and environmental benefits of conventional
gasoline, hybrid vehicles, plug-in hybrid vehicles and electric
vehicles. OMB at that meeting urged EPA to consider undertaking
more quantitative research, in addition to the focus groups, and
EPA seeks to be responsive to OMB's request by developing a robust
internet survey as a follow-up to the focus groups. EPA seeks this
information on an expedited basis for two key reasons, as
previously addressed in EPA ICR 2343.01: First, manufacturers are
developing a wide range of advanced technology vehicles, including
Plug-in Hybrid Electric Vehicles (PHEVs) and Electric Vehicles
(EVs), that will require new labels as early as this fall.
Manufacturers are eager to have finalized labels available for
these new vehicles and have urged EPA to complete a rulemaking no
later than the end of 2010 to insure that labels are available for
model year 2012 vehicles (beginning in January 2011). Failure of
EPA to complete it's rulemaking in a timely manner will create
confusion and delay for manufacturers and will also increase
consumer confusion and market delays for consumers. Second, EPA's
proposed greenhouse gas regulations for light-duty vehicles will be
going into effect starting with the 2012 model year, and EPA would
like to have a new label design finalized so that 2012 model year
vehicles can be equipped with a new label. This may be especially
important given the increased focus on greenhouse gas emissions and
the likelihood that the new label will have an indication of each
vehicle's greenhouse gas emissions performance. EPA has already
issued a formal ICR notice concerning all focus groups and survey
activities associated with this fuel economy label rulemaking and
the comment period closed on February 1, 2010 (no substantive
comments were received). The normal ICR process does not allow
enough time for EPA to plan for and conduct these focus groups. The
current schedule calls for the second phase of focus groups to be
conducted in the first and second weeks of April 2010. There is no
statutory deadline for the fuel economy rule, but as stated above,
EPA believes it is important to consumers, auto manufacturers, and
to the Agency to complete a rulemaking in time to cover 2012 model
year vehicles. To do this, the final rule must be done by the end
of the 2010 calendar year. The normal time needed for ICR approval
would not provide enough time for EPA to conduct the focus groups
prior to its need to propose the fuel economy rule this
summer.
US Code:
49
USC 32908 Name of Law: Fuel economy information
EPA has started a new
rulemaking action that will amend the way in which fuel economy
estimates are displayed, particularly for advanced technology
vehicles. EPA is focusing on additional metrics beyond MPG,
including fuel consumption metrics (gallons/100 miles, kW-hr/100
miles), Cost metrics ($/mi, $/100 miles, monthly fuel cost, annual
fuel cost, or 5-year fuel cost) and greenhouse gas metrics. Before
defining label options to propose, EPA will conduct three phases of
focus groups to gain information regarding what information
displayed on the fuel economy label will best serve the purpose of
providing consumers with useful, meaningful, and compelling
information. The focus groups must be conducted prior to EPA's
completion of the proposed rule. Phase 1 focus groups will test
consumer use of the current label information, their understanding
of proposed new information, and identify which information best
assists consumers in purchasing fuel efficient and environmentally
friendly vehicles. Phase 2 focus groups will cover EV and PHEV
label information and metrics and review the gasoline engine label
designs. Phase 3 will test both conventional fueled vehicle and
PHEV/EV label designs and potential consumer education messages
that should accompany the introduction of the new label to
consumers. The scope of these focus groups is limited, involving
less than 100 people. Detailed burden estimates are presented in
the Supporting Statement.
On behalf of this Federal agency, I certify that
the collection of information encompassed by this request complies
with 5 CFR 1320.9 and the related provisions of 5 CFR
1320.8(b)(3).
The following is a summary of the topics, regarding
the proposed collection of information, that the certification
covers:
(i) Why the information is being collected;
(ii) Use of information;
(iii) Burden estimate;
(iv) Nature of response (voluntary, required for a
benefit, or mandatory);
(v) Nature and extent of confidentiality; and
(vi) Need to display currently valid OMB control
number;
If you are unable to certify compliance with any of
these provisions, identify the item by leaving the box unchecked
and explain the reason in the Supporting Statement.
Supporting_Statement_Phase_3_Part_B_4_27_10.doc
Focus Group Research for Improving Fuel Economy Label Design and Content: Phase 3